Different from the growth route of general retail terminal skin care products, Boleda has a strong background as a physician from the beginning of its establishment, and was first sold in the cinema channel, and until today, its cinema channel still accounts for more than 50%. But it is also the recognition, recommendation and word of mouth of doctors in the professional field that make Boleda famous in the field of effective skin care. At the upcoming CDA Annual Meeting in December 2021, Boleda will also attend with the clinical data of one of its popular cosmetics products.
In the post-epidemic era, the skin care needs of beauty consumers have also been greatly changed by the impact of the epidemic, and “whitening” and “moisturizing”, which used to be at the top of the list, temporarily ranked second-line, and “skin health” replaced them as the biggest skin care trend. Whoever can maintain stability, remove acne, remove redness, anti-aging, and solve skin problems, who can make this group of young people pay for it.
A group of post-95 consumers who attach importance to efficacy and ingredients are rising, and they pay more attention to the brand’s research and development and product power than brand power, so a group of “hardcore” efficacy brands led by Boleda are gradually riding the wind.
01
Annual sales of 1 billion
A salicylic acid mask “hit the world”
Most consumers know the brand “Boleda”, starting with a salicylic acid mask.
On the social platform Xiaohongshu, there are more than 40,000 notes about the “Boleda” brand, of which 10,000 are talking about this salicylic acid application mask, how to use it, what products to use together, what reactions and effects the skin will have after use, and the “tap water” notes are clearly written.
These sharing clearly wrote that after using the Boleda salicylic acid mask, the pores became significantly smaller, and the closed, blackhead, and acne conditions of the skin that had not been solved for a long time improved, and the effect was remarkable, making it easy to grow grass.
Is a mask really that powerful? This also starts with the product development of Boleda.
Boleda brand belongs to Shanghai Ruizhi Pharmaceutical Technology Co., Ltd. (hereinafter referred to as “Shanghai Ruizhi”), Shanghai Ruizhi general manager Zhong Jinlu told “Cosmetics Finance Online” that this mask was adopted
middle
, the United States, Japan, Europe patent certification of supramolecular controlled sustained release technology, can last for 8-12 hours, slowly release the functional ingredients, more gentle and effective on the skin, in addition to no added neutralizing agents to maintain a strong salicylic acid concentration, alcohol-free formula also reduce damage to the skin barrier.
△
General Manager of Shanghai Ruizhi Pharmaceutical Technology Co., Ltd. Zhong Jinlu
“This product is actually in
2013
We spent three full years testing the efficacy of the product and doing small-scale clinical studies in China to repeatedly determine the effect of the product.
until
2015
years, this mask really hit the market.
bell
Jinlu
Say.
After countless clinical tests, comparisons and efficacy tests, the Boleda team concluded that this salicylic acid mask can be used in
1
Make the skin better within a week, yes
91.18%
of subjects believe it is effective in improving acne-prone skin.
According to Zhong Jinlu, Boleda’s retail sales can reach about 1 billion in 2021, of which the sales of “Boleda salicylic acid mask” alone can reach 300 million, which not only won the 2021 Golden Makeup Award “Dark Horse New Brand” honor, but also became the first item on the Tmall beauty mask list during the June 18 node in 2021.
02
Hospital channels account for more than 50%
Boleda has a unique approach to growth
Different from the growth route of general retail terminal skin care products, Boleda has a strong background as a physician since its inception, and was first sold in the theater channel, and until today, its theater channel still accounts for more than 50%, and is sold in 3,000 hospitals and beauty salon outlets. But it is also the recognition, recommendation and word of mouth of doctors in the professional field that make Boleda famous in the field of effective skin care.
In order to continue to build a professional skin care image and gain market share in the hospital channel, Boleda is deeply engaged in the field of dermatology, hosting a number of “National Dermatologist Speech Competition” and “Chinese Dermatologist Excellent Paper Competition” every year, and also setting up an excellent paper award fund to make outstanding contributions to promoting the development of domestic dermatology.
“The root cause of choosing the hospital channel is not because Boleda needs doctors to do so-called endorsements.” Zhong Jinlu said, “I came from a background as a physician and believe that dermatologists need more skin care weapons in addition to drugs, and our products are both recognized by doctors and meet the needs of this channel.” Constrained by professional skills and ethics, doctors are more professional and independent than influencers, and they only like products that really work.”
In order to gain the approval of doctors, in addition to holding offline research activities, Boleda also allows doctors to freely test products to test clinical effects. “If there is a product that can really remove closed mouths, reduce pores, and delicate the skin, if this series of real and effective products is in front of you, I believe every consumer will choose.” Zhong Jinlu attaches the most importance to the efficacy of products.
03
Future growth continues
To be an efficacy service brand
Since the development of a single product in 2015, in addition to the star product mask, Boleda has also developed a series of salicylic acid series creams, essences, cleansers and other products, in addition to expanding to the field of scalp care, launching “Salicylic Acid Anti-dandruff Oil Control Shampoo”, followed by the launch of “Sanqi Essence” with stability maintenance as the selling point, and the “small bottle” niacinamide essence that focuses on removing acne marks. Expanding SKUs and categories, Boleda has now formed its own streamlined and effective product matrix.
While the product line is growing, the sales channels of Boleda are also expanding.
In addition to the offline 3,000 hospital channels, Boleda currently accounts for more than 40% of sales in online channels such as Tmall, but for Zhong Jinlu, offline channels have always been the “birthplace” of Boleda’s product power, brand power and word-of-mouth use, and online is an important channel for young consumers and new consumers.
As a skin care brand with “hardcore” efficacy, Boleda is not proficient in marketing, and even marketing on platforms such as Xiaohongshu and Douyin did not begin until 2020. However, Zhong Jinlu found that Boleda’s fan base is large, the quality is good, and the consumer group is concentrated in 18~24 years old, and such a portrait also lays the foundation for the brand’s rapid growth in the future.
“Online channels and anti-aging categories will be the engine of Boleda’s future growth.” She said confidently, “Boleda will continue to move forward as a professional and functional service brand. ”